Research on the Implementation path of University Brand Strategy

Abstract

A successful brand is a recognizable product, service, person, or place that adds meaning to itself in such a way that buyers or users perceive relevant, unique, sustainable added value that is likely to satisfy their needs. A brand plays an important role in shaping an image, guaranteeing credibility, fostering trust, displaying individuality, sharing value, and guiding consumption. Brands have therefore expanded from the narrow commercial sense to include broad social branding, thus forming many brand categories, such as city brands and university brands. University brand building aims to deal with increasing competition among universities under economic globalization, promote university development, and handle employment volatility in the context of the knowledge explosion and changing social mobility. Against the background of marketing and globalization of higher education, many organizations and enterprises not only face stiff competition and quality problems in the market. Despite all the current challenges, they need to implement brand management tools. The urgent task for universities was how to apply the brand's marketing strategy to the brand management of universities, implement the optimal distribution of tangible and intangible resources, create a good brand image, expand popularity and reputation and gain competitive advantage. With the rapid development of China's market economy, the marketization of higher education in China also intensifies, and the competition between universities is increasingly fierce. In this context, it is an inevitable choice to implement the university brand strategy according to the changes of the external environment and the needs of the university development. To meet the needs of the development of China's market economy. In China, with the development of the socialist market economy, global integration, more more university is pushed to the market, the university must also face students in various competition, funding, which university to choose and develop the right marketing strategy, which university will stand out in the fierce competition, gain competitive advantage. The establishment of a distinct university brand will lay a good foundation for the university to seize the first opportunity in the huge market competition at home and abroad. To sum up, to adapt to the needs of the development law of higher education itself. The implementation of university brand strategy is the need of university development and transformation and the improvement of overall entity and core competitiveness. With the expansion of the enrollment of Chinese universities, China's higher education has shifted from elite to popular. The types and levels of Chinese universities are more abundant and have more diversified standards, and the choice of universities by higher education consumers is also more diversified and rational. The university brand represents the core competitiveness of a university, reflecting the quality of running a university, the teaching level, the quality of teachers and students and other aspects, and condensing the social evaluation and expectation of the university. The implementation of university brand strategy and the improvement of university quality complement each other. This paper mainly adopts scientometric аnalysis, literature analysis, case analysis and other research methods to analyze the current situation and characteristics of Chinese universities, and finds that the implementation of university brand strategy is an effective way to improve their competitiveness, and constructs the model on the theoretical basis of the connotation of university brand. At the same time, this paper takes HIST University as the empirical object, and combines with the specific situation and environment of Chinese higher education, analyzes the selected case universities, and discusses the brand building path and influencing factors of Chinese ordinary undergraduate universities. Through research, put forward reasonable suggestions and countermeasures of brand strategy implementation path The introduction comprehensively analyzes the topic research rationale, reflects its connection with scientific programs and topics, defines the purpose and objectives of the research, object, subject, and critical techniques, indicates the novelty and practical significance of the results, and determines the personal contribution of the candidate in research, the approbation of the results and gives the publications on the topic of thesis paper, structure and load. The first chapter defines the basic concept of this research, analyze the current research status, the basis of research theories and methods, and clarify the research scope, research direction and research focus of this paper. This paper first discusses the concepts and types of brand management as a part of marketing science, and focuses on the definition and development process of university brands. Secondly, conduct a systematic review, collect relevant literature and data, sort out the relevant theories of brand management in the field of higher education, and determine the current research direction. Finally, the paper expounds the basis of the relevant theories and methods. We focus on the classical theoretical models that are closely linked to this study, such as marketing and brand management. This chapter will provide the necessary theoretical and methodological support for this research. The second chapter analyzes the current situation of the brand building of HIST University from the four dimensions of the analytical framework can find that there are some objective problems in the brand building of HIST University. Through summary, the following four aspects can be sorted out: the policy guiding effect of brand building is too obvious, lacking the long-term layout based on connotative development; the quantity of talent brand construction exceeds the quality, so more attention should be paid to their own needs to introduce high-end talents; the construction of cultural brands based on the inheritance of infrastructure; the building of academic brands should take root in the society and pay attention to the building of innovative academic brands. The third chapter conclusions of this paper. The implementation of brand strategy in local ordinary undergraduate universities is undoubtedly the most effective way to improve their own competitiveness. The implementation of brand strategy is conducive to the competitive advantage. Implementing brand strategies in universities requires internal integration. The implementation of the university brand strategy is conducive to the identification and selection of consumers. The Application of brand marketing strategy in university brand implementation. The brand generation framework of Chinese universities can mainly include four dimensions: government dimension, teacher-student dimension, cultural inheritance dimension, scientific research and social service dimension. The limitations in the university brand management found in this research include: The strategy of university brand implementation should be oriented by improving the value of university brand. The premise of university implementation of brand strategy is to improve the quality of university brand. The implementation of university brand strategy should adhere to the organic unity of various brand elements. Commercial brands generally express themselves through corresponding products or services as carriers. Under the premise of respecting the inherent law of education, university brand management should actively learn from the brand marketing strategy of enterprises, make full use of their superior resources, strengthen the concept of university brand management, define the positioning of university brand, and create a strong university brand. Recommendations on development path of regional characteristic backbone universities: Adhere to the local, characteristic direction of running universities. Build advantageous disciplines and drive the construction of discipline development clusters. Emphasize the talent training and optimize the talent type and structure. Focus on applied research and technology development, service industry progress and regional development. Innovate the ways of attracting talents and cultivating talents and strengthen the development of weak board disciplines. Explore multi- party joint efforts to promote institutional and institutional innovation. Recommendations on university administrators: Establish brand awareness. Strengthen the research of the university brand theory. University education brand marketing specialization. Adopt a sound university brand strategy .Take the university brand internationalization route. Use the established brand effect to achieve the sustainable development of the brand. Seize the current favorable opportunity to enhance the university brand strength. Recommendations on improving the brand strategy of regional general universities: Meet the government project needs. Focus on the talent brand model. Inheriting university cultural brand. Build a scientific research and academic brand. As a tentative application of marketing and management theory in higher education, this paper is still in the exploratory stage in many aspects. Due to the limitations of the author's own knowledge and energy, there are still many deficiencies in the research. For example, this paper mainly selects Chinese universities as the research object, does not compare Chinese universities with universities in other countries, and does not systematically summarize the achievements and problems of universities in other countries in the implementation process of university brands. Secondly, the connotation of university brand in this paper is summarized into four dimensions. With the development of university brand, the connotation of university brand is constantly extending, and the four dimensions are not comprehensive enough. We hope that in the future, we will continue to carry out relevant theoretical exploration and practical accumulation, make some innovations in the construction, implementation and promotion of the university brand, and achieve better research results.